Evaluation and Adjustments

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Evaluation and Adjustments

Evaluation and Adjustments

The communication campaign was intended to change the stakeholders’ perception so that they can understand the relationship between health pathways and GPs; therefore, WAPHA should check to see whether objectives were achieved. This will allow adjustments of any misunderstanding before they emerge. Evaluation will be carried out to determine the effectiveness of the key messages and communication tools. The evaluation of communication activities will help us to make future communication plan of the health pathways. This section explains the primary strategic communication plan and assessment process to ensure that the objectives of communication plan are achieved. The assessment will begin when the WAPHA publishes its annual planning, which will identify any adjustments or areas of emphasis in next year.

Evaluation is ongoing throughout the year and is directed through a set of procedures. Assessment is ongoing with the medical staff; including GPs as the main focus, nurses, medical staff in training who can implement this in their new career, as well as healthcare capturing information from various sources, much of which is assessing understanding of health pathways. Each January, WAPHA will brief its assessment of its objectives, and this analysis will also incorporate data from various evaluation tools.

Monitoring and analysis of media coverage

We will conduct a public opinion research to increase our understanding of media evaluation by asking the public what newspaper they read, what channels they watch and listen. By understanding what the public listen, read and watch, we will be able to work and know who our target media are for communication (McQuai, 1992). It is also paramount to understand the penetration of various media source so that communication strategies can be adopted that suit the majority of the public.

Evaluation of the public Opinion

We will assess the progress of communication throughout the year by asking the residents whether they have benefited from the WAPHA tool. We will conduct a quarterly survey from a sample of 100 residents. The respondent will be selected randomly using a random digit dialing. Their demographics will also be recorded such as age, gender and work status to have a clear understanding the group where WAPHA tool is recognized. This method will remain constant over time, allowing key metric to be tracked and compared with previous data. However, residents from different areas will be interviewed every time.

Monitoring of website data

Monitoring website data, particularly because WAPHA is an e-health system to that help to link patients to practitioners (WAPHA 2015). Monitoring website data, we can know how many patients have been provided healthcare through health pathways. Web analytics will help WAPHA to have first-hand experience whether the tool is having any impact on health care delivery.

Stakeholder feedback

Stakeholders will continue to raise awareness by conducting health pathways seminars, conferences, and expos, as well as visiting practices. Therefore, WAPHA should frequently survey stakeholders to assess changes in actions or intentions. We will hold focus group discussion to evaluate stakeholders’ feedbacks. The overall effectiveness of evaluation strategy will be reflected in increased level of awareness among the target groups.


McQuai, M. (1992). Media Performance: Mass Communication and the Public Interest. Sage Publication: London.

WA Primary Health Care Alliance. (2015). Health Professionals. Retrieved http://www.wapha.org.au/health-professionals/